2016 Winners

Breast Cream

Beauty & Wellness

NZ Breast Cancer Foundation / Skinfood

Colenso BBDO / Proximity

Case Summary
The World Health Organisation estimate that over 400,000 women a year globally could be saved by the early detection and treatment of breast cancer. However, with a surprisingly high number of women feeling uncomfortable with checking themselves, too few were engaging in this life saving routine. To combat this, we created a product called Breast Cream - a simple moisturiser whose very presence in your bathroom helps make checking your breasts a non-threatening, familiar part of your regular beauty routine. What’s more, it changed the behaviour of NZ women.

Pure Potential

Beverages – Alcohol

Lion

Special Group

Case Summary
In a declining market, vodka brands were embroiled in a pricing race to the bottom. Instead of joining that price war, Smirnoff invested in reinstating itself as a badge brand. A different, two-phased approach was adopted, combining two categories that are normally considered separate: outdoor, digital and social channels were used to turn around the brand image. The brand was made accessible to an 18+ target audience through innovative RTD activations. The result? Profit growth targets: 7% increase. Achieved: 12% increase. “Social Permission” imagery scores up an average of 125%

Reversing the Curse of Concentrates

Beverages Non-Alcohol

Mondelez India Foods

Bates India

Case Summary
This is the story of how Tang revived the concentrates category, struggling against tasty ready-to-drinks, and set it in a positive growth phase after four years of deceleration.
By introducing a new language and a revolutionary preparation ritual, Tang bridged the gap between optimum taste and delivered taste. And broke free from the limitations of being a ‘make-it-yourself’ drink. Tang not only retained its users but also increased its presence in ready-to-drink households.

Democratising Money Transfer

Financial Products & Services

Vodafone India

Ogilvy and Mather

Case Summary
In 2014, Vodafone launched a mobile money transfer solution called M-Pesa targeting the vast unbanked migrant population of India. After a promising quarter post the launch M-Pesa’s performance indicators began to plummet. The cause: a government initiative resulting in stupendous growth in the number of bank accounts, coupled with a deep set inertia to shift from traditional forms of money transfer. In 2015 changing our positioning to ‘money transfer being as convenient as a phone call’ helped us arrest this dip and increase our revenue by 80% within 2 quarters.

#MyFamilyCan

Food

SPC Ardmona

Leo Burnett Melbourne

Case Summary
Due to contaminated food imports, Australia was experiencing a Hepatitis outbreak, causing nationwide alarm about country of origin food labeling. While the nation debated, Australia's largest fruit processor went to extraordinary lengths to show where their food is from. SPC leveraged the thing at the heart of the issue - the labeling - to create a packaging platform called #MyFamilyCan. These cans went into millions of households, igniting a nationwide labeling conversation. Due to the overwhelming response, reruns was ordered within 2 days, paving the way for nationwide labeling change.

Ariel - Share The Load

Household/Home Products & Services

Procter & Gamble India

BBDO India

Case Summary
Some campaigns can change a brand’s fortunes within a category. Some campaigns can disrupt and redefine categories. Some campaigns can move society forward in a small but meaningful way, redefine categories and change a brand’s fortunes. Ariel, one of India’s leading premium detergent powders, did the latter with ‘Share the Load’ – a provocative social movement that focused on the cultural stain of gender inequality at home, instead of clothes stains to liberate women from the obligation of doing laundry.

Maxis' New Network

IT /Telco

Maxis Mobile Services

Ogilvy Malaysia

Case Summary
Do you trust your telco? Malaysians don’t. In 2015, the industry registered a 23% decline in consumer trust1 – making us one of the least trusted industries next to banks and government owned media. To gain shares for our data network, we had to change the underlying skepticism toward the category by doing the unthinkable: We put our Chief Technology Officer’s life on the line to prove that the network delivers according to promise. After all, if the CTO can’t trust the speed of his network, why should anyone else?

Holding Australia To Ransom

Restaurants

Hell Pizza

Barnes, Catmur & Friends Dentsu

Case Summary
Our Wild Rabbit billboard broke the internet and sold a ton of pizza. The challenge was to beat it with our next Wild offering – Kangaroo. Only thing is, other than Elle Macpherson, Aussie exports aren’t popular in New Zealand.So we kidnapped this Australian icon – the kangaroos, not Elle - and stick a ransom note in the heart of Sydney.
The result was a world-first idea, Hell’s biggest social hit yet, and record sales that matched its floppy-eared predecessor with only half its budget. Here’s how it happened.

VisitBritain Naming Campaign

Travel / Tourism

VisitBritain

Ogilvy Beijing

Case Summary
The Chinese preferred visiting the US and Europe that offer more attractions per entry visa. So we needed a new way to engage young Chinese to consider Britain. Our insight was that British landmarks were saddled with meaningless phonetic translations. Our idea was to invite the Chinese to coin their own names for major British landmarks, motivated the Chinese to discover more about British destinations. It also forged stronger emotional bonds with the UK. As a result, IVisit levels grew 20% compared to Q1 2014 to 40,000.

Maxis' New Network

Asia Pacific Brands

Maxis Mobile Services

Ogilvy Malaysia

Case Summary
Do you trust your telco? Malaysians don’t. In 2015, the industry registered a 23% decline in consumer trust – making us one of the least trusted industries next to banks and government owned media. To gain shares for our data network, we had to change the underlying skepticism toward the category by doing the unthinkable: We put our Chief Technology Officer’s life on the line to prove that the network delivers according to promise. After all, if the CTO can’t trust the speed of his network, why should anyone else?

Fool-proof Internet Service

Asia Pacific Brands

Idea Cellular

Mullen Lowe Lintas Group, India

Case Summary
India exists in many different centuries, all at once – remote rural areas still in dark ages, smaller towns fascinated by modern life and willing to experiment, city slickers having similar lifestyles as those in the modern world. The Telecom sector straddles all these spheres. But a majority is still on voice mobility. Data services are still not widely used because of the high price of Internet services and their relevance. !DEA’s mission is to make ‘mobile internet’ accessible to as wide and as diverse an audience as possible.

TURD Talks

Brand Experience

Silid Aralan

Y&R Philippines Inc.

Case Summary
To transform more school dunces into passionate learners, Silid Aralan, a Philippine NGO, needed more people to donate. To do so, we convinced them by spoofing TEDTalks. Only instead of experts, it’s the ‘turds’ of the class who did the talking. With just one event, we raked in millions in donations, more than what Silid Aralan hoped to achieve. But more importantly, we shifted the conversation on public education, that in order to effect greater change, we have to focus on these turds to bring out a nation’s greater genius.

An Ugly Disease Turned Beautiful

Brand Experience

MS

Grey

Case Summary
Early diagnosis is critical for effective treatment of multiple sclerosis. Symptoms are complex and often invisible and patients lacked the language to discuss them. We needed to increase awareness and early detection by making the symptoms famous. Seeing MS, an art project transformed the invisible symptoms into a beautiful visual language. An integrated campaign saw photographers from 70 countries contributing to the project. The photography app was downloaded 10,000 times. Doctors now use Seeing MS to aid diagnosis and the campaign/event garnered massive attention, generating $3 million in earned media.

Must Be Milk

Brand Revitalisation

Fonterra

Colenso BBDO / Proximity

Case Summary
After years of trying to differentiate the Anchor brand of milk in the eyes of New Zealand, in 2015 we made the decision to take a category leadership approach, and help New Zealanders fall back in love with milk again. The result was Must be Milk – a multi level campaign to promote the overall benefits of milk. A brave strategy, which has reversed a ten-year decline in overall milk consumption in New Zealand, and driven a 1.3m litre increase in Anchor branded milk in just four months.

ANZ's Push for an Equal Future

GoodWorks - Brand

ANZ

Whybin TBWA Melbourne

Case Summary
In a bid to build women’s financial strength, ANZ created a social purpose driven campaign that provoked the inconvenient truth of financial gender inequality. Generating $10m in media coverage, stimulating a conversation in traditional and social media and successfully agitating the Australian Federal Government to set up an inquiry into the superannuation gender gap, ANZ's Equal Future campaign exceeded expectations and plans are afoot to build further campaign scale in 2016.

Breast Cream

GoodWorks – Non Profit

NZ Breast Cancer Foundation / Skinfood

Colenso BBDO / Proximity

Case Summary
The World Health Organisation estimate that over 400,000 women a year globally could be saved by the early detection and treatment of breast cancer. However, with a surprisingly high number of women feeling uncomfortable with checking themselves, too few were engaging in this life saving routine.
To combat this, we created a product called Breast Cream - a simple moisturiser whose very presence in your bathroom helps make checking your breasts a non-threatening, familiar part of your regular beauty routine.
What’s more, it changed the behaviour of NZ women.

End Acid Sale

GoodWorks – Non Profit

Make Love Not Scars

Ogilvy & Mather

Case Summary
Most effectiveness cases work towards improving business, here is one that is working to put something ‘out of business’.
To end open sale of acid.

Hershey's Happygrams

Real Time Marketing

The Hershey Company

MRM/McCANN Singapore

Case Summary
When its traditional advertising model left Hershey’s unsatisfied, it turned to social media as a replacement for its costly TV-led efforts. But as the latecomer to digital, Hershey’s had no digital or social presence in the Philippines. Hershey’s Happygrams is a real-time social media marketing campaign that smashed all targets, revitalizing the brand and helping grow market share while building strong affinity for Hershey’s 112 year-old mission to spread cheer to the world, one smile, one person, one moment at a time.

Love from Land Rover

Small Budget-Products

Land Rover New Zealand

Y&R New Zealand

Case Summary
This is the story of how Land Rover showed what Valentine’s Day could mean for a man, by turning a genuine heart-felt auction listing into the ultimate
Valentine’s Day gift for four kiwi blokes.
We’ll show how a small budget created a TV ad for an audience of four, and an online video with an audience of 8 million. And how in just two months of paid activity, we have achieved 90% of calendar year sales, a target that was already up 42% on the year prior.

Hell Pizza

Sustained Success

Hell Pizza

Barnes, Catmur & Friends Dentsu

Case Summary
In 2006 Hell Pizza, one of New Zealand’s most popular and controversial brands, was sold into corporate hands. A few years later it was still controversial – just not popular any more. Sales were collapsing, a price war was breaking out, and Hell was lurching from one PR disaster to another. So the owners bought the company back, and chose a new agency to help resurrect it. Here’s the story of a brand’s journey back from hell to marketing heaven – and how it found its soul along the way.

World Gallery

Multi Market - Products

Apple, Inc.

TBWA \ Media Arts Lab

Case Summary
September 2014 Apple launched iPhone 6 with stunning success. Post launch we wanted something iPhone could own to continue its momentum. iPhone 6’s camera had become its most loved feature, but the category convention was to talk about cameras in megapixels. We disrupted the category by focusing on the result: the incredible photos and videos being captured with the device. By doing so ‘World Gallery’, the world's largest mobile photography gallery, celebrated iPhoneographers throughout APAC and around the globe, and successfully changed the category conversation.